Orange are running a campaign at the moment called ‘I am who I am because of everyone‘ where they invite people to search for the phrase ‘I am’ online. I imagined that they had done a lot of SEO on the phrase ‘I am’ to ensure the they had the top spot for this phrase
I just saw the entertaining documentaries about Mark Beaumont’s cycle across the world and remembered that he was one of the people featured in this campaign, and I remembered to search for ‘I am’. So far so good, I have seen the ad and am acting on its message.
However when I do a search for ‘I am’, the Orange site is not the first result, the first result is ‘I am bored’ – a site which suggests interesting sites for bored people. Not a good first site to come up for a brand related search! Orange’s site is an undistingushed number 8, and they resort to adwords to get top position.
I am not sure why a) Orange decided to get people to search for I am when they were not top and b) why they thought that simply saying visit http://www.i-am-everyone.co.uk was a bad idea. Perhaps an SEO company promised and didn’t deliver.
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